Bhavini Parekh
Elgin,USA
Summary
Dynamic marketing leader with over 15 years at Collections Etc., excelling in strategic marketing planning and CRM. Successfully improved customer engagement and retention rates through targeted, data-centric campaigns and innovative loyalty strategies. Expertise in budgeting and forecasting, contributing to profitability and effective vendor collaboration.
Overview
19
19
years of professional experience
Work History
Director, CRM & Channel Segmentation
Collections Etc.
Elk Grove Village, Illinois
03.2021 - Current
- Spearheaded annual catalog circulation and digital marketing budgeting, encompassing revenue forecasts, cost projections, and customer segmentation, utilizing RFM, channel, and model scores.
- Established streamlined processes for executing catalog and digital campaigns targeting active, lapsed, and prospective audiences via the CDP.
- Crafted measurement frameworks that ensured campaign profitability; conducted A/B testing to refine contact strategies, creative elements, promotions, etc.
- Enhanced the active customer file and email subscriber base, significantly improving engagement and reactivation rates.
- Devised customer-centric segmentation and contact strategies for email campaigns, enhancing deliverability and engagement, resulting in higher open/click rates, and increased sales per email.
- Formulated and presented acquisition investment recommendations based on customer dashboards and LTV analysis.
- Developed and managed annual cross-channel media calendars to ensure cohesive promotional planning in partnership with digital and marketing teams.
- Boosted customer productivity through streamlined contact strategies and personalized messaging.
- Achieved a successful track record of increasing demand while maximizing profitability through data-driven strategies.
- Negotiated contracts and transitioned paid media vendors; managed Google, Bing, and Meta campaigns (Brand, PMAX/Shopping, Display/Retargeting, YouTube, etc.) to achieve demand, ROAS, and new customer acquisition goals.
- Monitored KPIs for paid search campaigns - CTR, CVR, ROAS etc using Google Analytics to drive profitability through optimization.
- Collaborated with agencies to manage the advertising program at the SKU level on Amazon, Walmart, and targeted marketplaces.
- Delivered year-over-year increases in demand and new customer acquisition through data-driven paid media campaigns.
- Developed and implemented loyalty program strategies and tests to enhance conversion and LTV.
- Administered third-party profit programs (PIPs, blow-ins, list rental, onsite advertising) in partnership with vendors.
Sr. Manager / Manager, Multi-Channel CRM
Collections Etc.
Elk Grove Village
04.2015 - 02.2021
- Oversaw multi-channel customer contacts, including catalogs, package inserts, and retargeting; tracked contributions down to segment-level P&L.
- Directed annual circulation and demand budgets, focusing on catalog and email segmentation strategies to ensure tailored messaging and optimal frequency.
- Developed and maintained comprehensive media calendars; assessed internal and external models to enhance segment targeting.
- Increased the customer file by double digits, driving stronger retention and acquisition opportunities.
- Devised retargeting campaigns aimed at reactivating lapsed customers, and increasing order frequency.
- Managed paid digital media efforts, including Google/Bing PPC, paid social, Amazon, and display/retargeting.
- Engaged in on-site A/B test planning and implementation.
Sr. Ecommerce Analyst
Collections Etc.
Elk Grove Village
08.2012 - 03.2015
- Owned the email program P&L, encompassing forecasting, budgeting, and promotional planning.
- Implemented personalized product recommendations in email, optimizing inbox deliverability for millions of recipients.
- Contributed to the paid search acquisition strategy, and compiled weekly performance reports.
Email Marketing Analyst
Collections Etc.
Elk Grove Village
10.2009 - 07.2012
- Directed the growth of the email program, achieving a significant increase in subscribers and crafting acquisition, retention, and reactivation strategies.
- Developed lifecycle trigger campaigns and segmentation methodologies, alongside A/B testing to enhance performance.
- Led the management of ESP vendors (Cheetahmail, Harte-Hanks) ensuring optimal inbox deliverability.
- Presented initiatives for email acquisition and product reviews to executive teams, resulting in boosted file growth and engagement rates.
- Crafted strategic creative briefs integrating messaging, featured products, and promotions to support campaign objectives and brand consistency.
- Collaborated with database teams for segmentation and reporting, as well as with IT for executing trigger programs.
Marketing Analyst
Collections Etc.
Elk Grove Village, Illinois
05.2006 - 09.2009
- Executed promotional code and campaign setups across multiple systems; oversaw end-to-end email deployment in the ESP interface.
- Compiled executive reports on campaign performance; collaborated with IT, merchandising, and customer service teams for cross-functional execution.
- Oversaw affiliate marketing initiatives (LinkShare, Commission Junction), and partnered with iProspect on paid search programs.
Education
Masters - Management Information System
Roosevelt University
Chicago05.2003
Skills
- Strategic Marketing Planning
- Budgeting
- Forecasting
- CRM
- Catalog Circulation
- Campaign Management
- CDP
- Direct-to-Consumer (DTC)
- Paid Media
- Loyalty Program Management
- Direct Marketing
- Email Marketing
- Affiliate Marketing
- Digital Marketing
- Reporting
- Marketing Analytics
- Optimization
- Vendor Management
- Negotiation
- Google Analytics
- Marketing Database
- P&L Ownership
- Customer Segmentation
- Lifecycle/Retention Marketing
- ROAS Optimization
Collections Etc
A multi-channel retailer offers a wide range of affordably-priced items for home and garden, health, beauty and personal care as well as apparel and accessories to their customers.
Timeline
Director, CRM & Channel Segmentation
Collections Etc.
03.2021 - Current
Sr. Manager / Manager, Multi-Channel CRM
Collections Etc.
04.2015 - 02.2021
Sr. Ecommerce Analyst
Collections Etc.
08.2012 - 03.2015
Email Marketing Analyst
Collections Etc.
10.2009 - 07.2012
Marketing Analyst
Collections Etc.
05.2006 - 09.2009
Masters - Management Information System
Roosevelt University
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